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MBA (DISTANCE MODE) DBA 1722 CONSUMER BEHAVIOUR IV SEMESTER COURSE MATERIAL Centre for Distance Education Anna University Chennai Chennai – 600 025 Author Dr. V.J SIVAKUMAR, .J. Dr. V.J. SIVAKUMAR, Assistant Professor, (Marketing) Department of Management Studies National Institute of Technoloy (REC) Thiruchirapalli - 620 015 Reviewer Ms. Ms. A. Shameem Professor & Head, Department of Management Studies Aalim Mohamed Salegh College of Engineering, Avadi - IAF, Chennai - 600 037 Editorial

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Smijin.P.S

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